3. Know what works and what doesn't, and optimize your creative, media and messages accordingly. You can improve campaign efficiency by better understanding your audience and what resonates with it.

4. Associate your brand with relevant content. People seek specific business content to fulfill their need to be informed, particularly in industry verticals.

5. Experiment. It is critical to test continually and measure to get the best value. Try different ad sizes, creative executions, sites, positions and times of day to see what mix generates the desired response.